In auto repair industry we trust — AMRA/MAP marks 25th

LAS VEGAS — The Automotive Maintenance & Repair Association (AMRA) has a lofty vision for the future: A world where every motorist trusts the auto maintenance and repair industry.

"It is aspirational? Certainly. Can we accomplish it? We think we can. We know we can," said AMRA Chairman Al Wheeler during the group's general membership meeting in Las Vegas, Oct. 30, which marked the organization's 25th anniversary.

AMRA was organized in 1992 to address the negative publicity and overall consumer skepticism regarding the honesty of auto repair shops due to a few unscrupulous operators.

During the meeting, AMRA unveiled a new mission statement: "Dedicated to equipping the automotive maintenance and repair industry with standards that build trusted relationships with motorists."

The new mission statement is a clarification of what AMRA's mission has been for a quarter-century: providing consumer communication programs and business training through its Motorist Assurance Program (MAP), MAP Participating Facility Program and its MAP-Qualified Technician Program.

AMRA touts itself as an alliance of automotive professionals responsible for standards that deliver peace of mind.

Members are working on "a common objective that is to improve the customer's experience and to build trust. That continues to be our one future, an environment that fosters trust through consistent daily interactions with consumers that really make a difference in how we're looked at as an industry and how your businesses is looked at," Mr. Wheeler said.

"Working together we will change the face of the industry. We will change the opinion that people have of our businesses, without a doubt."

AMRA said it plans to revise and update its Uniform Inspection and Communication Standards (UICS) to address the more complex vehicles on the road today.

The UICS outlines a vehicle inspection procedure with a documented form that explains to the vehicle owner the conditions of a component and indicates what services or part replacements may be "required" or "suggested."

AMRA announced several goals for the coming years, including:

• Create new technology platforms that allow easier access to its website. In the first quarter of 2018, AMRA plans to relaunch its website with a new platform that will be mobile-friendly and feature AMRA, motorist and UICS pages. The new website will "position us to start to attract people to come to our website," Mr. Wheeler said.

• Pursue a more diverse membership by including bigger and smaller companies and other experts in the industry.

AMRA represents 21,000 member locations. Some of the AMRA founding member companies included Goodyear, Bridgestone Americas, Merchants Tire & Auto Centers, Monro Inc., Midas International, Sears Holding Corp., Hunter Engineering Co. and Pep Boys – Manny, Moe and Jack.

In addition to support from complete auto service providers, AMRA said it is attracting large quick lube, mobile service and technology companies as members.

Other initiatives in the works include:

• Promote AMRA's value proposition to its members and get new technology into the bays so service people can access the MAP website more easily.

• AMRA also wants to communicate its value through different media and get the word out about what its technical committee does.

AMRA will begin organizing groups to review its current standards and consider updates.

In the second quarter of 2018, AMRA intends to refresh its materials and information "to ensure when we are talking to our current members that it helps them inform what is going on today and how can we help them and educate prospective members about the work that we do," Mr. Wheeler said.

Build stronger relationships with other associations that have common goals and develop partnerships.

Mr. Wheeler said the association wants to be more engaging with its members, have them adopt MAP standards in their businesses and ensure everyone in those businesses understands the value of MAP standards.

AMRA envisions the MAP standards as a "'Good Housekeeping Seal' for your business that gives consumers confidence that they will be treated fairly every time they frequent your shop," Mr. Wheeler said.

"We have an aspirational mission, and that is coming alongside you to build trusted relationships with your customers through standards and through communications help," Mr. Wheeler told meeting attendees.

"We want to help you understand the value that this organization brings to your membership in this organization....

"Trust, as we all know, is what we're trying to get. That's what drives customer satisfaction. That's what drives customer retention. And it drives our industry, really, to raise the level of all of us in our industry. That's our commitment — trust comes standard."